“It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness…” This famous opening line from A Tale of Two Cities accurately describes the life of two keywords that reside in two very different countries (paid search campaigns). These two keywords were identical twins separated at birth. One keyword moved to Country A, which followed the law of last click attribution. The other keyword moved to Country B, where they followed the law of attribution management.
http://searchengineland.com/valuing-keywords-based-on-their-role-in-conversion-37364